VICELAND @ SXSW

ROLE: Event producer

MARCH 9 - MARCH 11

At SXSW 2018, VICELAND transformed a parking lot into a sprawling oasis of branded party vibes and cuteness overload. With thousands of brands flocking to the streets of Austin, Texas during SXSW, we had to stand out alongside brands with multi-million dollar budgets.

We found a centrally located parking lot by the convention center to serve as the footprint for the VICELAND Bus. To impress the interactive crowd, we knew we needed to nail down the ultimate engagement that would capture festival goers immediately and draw them into our footprint. The challenge was being original, staying on brand, and appealing to the masses with a very limited budget – the answer was baby goats. Because what says high impact brand engagement better than baby goats?

The baby goats became the talk of brand activations this year at SXSW. We experienced the most foot traffic out of any event we had done since inception with over 23,000 people stopping by during the four days. We were consistently named among the top things to see at SXSW. With 55MM+ social followers,

1.5K social mentions and over 35 organic press hits in top outlets like Ad Age, AdWeek, Buzzfeed, and WWD, we confirmed that endless goat cuddles are the wayto a successful event.